Rooted at the intersection of culture, craft, and conscious design, Urvashi Kaur proposes a new take on luxury through an artisanal lens, crafting intuitive, clothing- woven with purpose. The brand fosters a fair trade ecosystem, empowering indigenous craft communities through collaboration, ownership, and innovative interventions. With an inherent commitment to positive social impact, the label continuously evolves its design language, while staying true to its ethical foundations. Trans-seasonal, adaptable and fluid, the brand endorses conscious consumption and creation and is built on the fundamental belief that luxury and fashion can co-exist with ethical ideologies and practices. Encapsulating the brands’ ethos of mindful creation, all garments are design-forward yet rooted in function. The aesthetic strikes a balance, offering a deeper, more profound yet grounding experience of the present, in an overstimulated visual world. With an instinctive approach to texture, precise material placement, and modern minimalism, the designs evoke calm and ease, while continuing a deeper dialogue with the craft. Allowing ease and freedom of movement, the silhouettes seamlessly explore striking juxtapositions. Contemporary influences are reflected in garments, that act as tactile translations of minimalistic, functional designs - accented by textural intricacies in neutral undertones and a layered monochrome palette. With roots in India, and ripples across the world - The brand embodies the idea of ‘Glocal’, a hybrid expression of thinking globally acting locally. The brand places deliberate emphasis on working with artisanal communities, to bring forward the contribution of indigenous cultural practices to the global fashion landscape.

Fifteen years ago, Urvashi Kaur launched her namesake label, crafting a unique narrative at the intersection of culture, craft, and conscious design. Deeply rooted in working with artisanal communities, the brand celebrates indigenous cultural practices while fostering inclusivity by creating opportunities for women through collaboration and commissions. Urvashi’s creative philosophy is shaped by her nomadic upbringing in India and Algeria, where exposure to diverse art, culture, and natural landscapes laid the foundation for her design vision. A history graduate from Delhi University with a passion for theatre and costume, she honed her craft at ESMOD Paris, blending global influences with traditional artistry. Returning to India, Urvashi recognized the need for a brand that harmonized modernity with ethical growth. Her journey has redefined sustainable luxury, earning accolades such as Elle Designer of the Year (2024) and recognition as one of India’s Forces of Fashion by Vogue (2023). She continues to push boundaries, from showcasing art installations at Vogue Forces of Fashion to participating in global platforms like the Qatar Symposium on Sustainable Fashion and Kula Conclave. Beyond her work in design, Urvashi is a celebrated style icon and advocate for sustainability, appearing on GQ's Best Dressed List and championing initiatives like the UN’s 200 Million Artisans report. Today, her label is revered for its trans-seasonal, fluid approach to fashion, blending luxury with ethical principles to create a truly modern, mindful experience.